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(Re)imagining giving societies: The case study of Moravian University

Author

Listed:
  • Breckinridge, Robert E.

    (Assistant Vice President of Development, Moravian University, USA)

  • Smith, Luke

    (Director of Development, Moravian University, USA)

  • Weaver, Jessica

    (Family Philanthropy Officer, Moravian University, USA)

  • Zondag, Marissa

    (Leadership Gift Officer and Director, Moravian Leadership Council, Moravian University, USA)

Abstract

In this paper, the authors describe Moravian University's efforts to create and enhance several giving societies over the past three years. The COVID-19 pandemic provided an opportunity to reach out to the university's supporters with new ideas to engage and cultivate them in novel ways. For the three newly created giving societies — for families, women and lifetime giving — the authors provide the underlying reasoning for their creation, how they were named and built and how members are recruited and stewarded. The reasons for enhancing two existing societies — for leadership giving and planned giving — is also described, with specific details provided on the changes and how they were implemented. The authors offer several key takeaways from their experience, from conducting research and finding a champion to using institutional history or points of pride and being patient.

Suggested Citation

  • Breckinridge, Robert E. & Smith, Luke & Weaver, Jessica & Zondag, Marissa, 2023. "(Re)imagining giving societies: The case study of Moravian University," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 8(3), pages 282-295, December.
    • Handle: RePEc:aza:jeam00:y:2023:v:8:i:3:p:282-295
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    More about this item

    Keywords

    giving society; family philanthropy; women in philanthropy; lifetime giving; leadership giving; planned giving;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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